Research On Marketing Strategy Of Retail Business Of Bank C Based On Customer Satisfaction

In February 2019,when Xi Jinping,general secretary of the CPC central committee,presided over the study of the political Bureau,he stressed the need to deepen the supply-side structural reform of the financial sector and enhance the ability of the financial sector to serve the real economy.However,influenced by the background of state-owned system and the impact of mobile Internet on commercial banks,C bank is facing severe challenges.From the current point of view,the establishment and improvement of effective financial product marketing program,improve customer satisfaction is the development process of C bank problems to be solved.Through the combination of literature research and empirical research,quantitative analysis and qualitative analysis,using 7ps,4R,SWOT and satisfaction theory,this paper analyzes the marketing status of financial products of bank C,and combines with its retail business customer satisfaction survey,constructs seven dimensions,customer satisfaction evaluation index system of retail business with 17 three-level indicators.Through investigation and analysis,it is found that the retail process of the bank is not smooth enough,the types of retail products are not rich enough,the ability of the retail team is deficient,the development of the retail channel lags behind,the retail pricing lacks experience,the visible display is insufficient,the retail business structure is unbalanced,the retail model is too backward,and the causes of the problems are analyzed.According to the demand of improving customer satisfaction,the paper puts forward the optimization strategy of optimizing process management,enriching product categories,improving the overall level of employees,expanding marketing channels and increasing pricing flexibility,and provides the implementation of the strategy with the improvement of risk prevention management system,innovative's customer management mechanism,updating the original marketing concept,innovative's promotion means,Strengthen the construction of enterprise culture and other five aspects of security measures...